Mywaves announced a partnerhip with AdMob, the largest mobile advertising marketplace, to enable click-to-video ads for AdMob advertisers. The Mywaves embedded video player will deliver the video playback for the advertisements in over 160 countries.

Omar Hamoui, founder and CEO of AdMob, has demonstrated the solution at the MSN Strategic Account Summit in Seattle. He said: "Advertisers are increasingly using mobile advertising to reach their customers. Our partnership with Mywaves makes it possible for AdMob to offer marketers and brands a means to deliver rich video experiences as part of their mobile advertising programs worldwide."

Mobile users browsing the web will have the option to watch a video from a landing page (the web page that a visitor reaches after clicking a link or advertisement), after they click on an AdMob advertisement. If viewers like what they see in the Mywaves mobile video player they can save the video to their phones and send it to friends via MMS.

Click-to-video ads will be launched this summer as part of the AdMob Marketplace's new landing page solution. The tools combine the reach of the AdMob mobile advertising marketplace with the cross-carrier mobile video capabilities provided by Mywaves. AdMob advertisers can select the mywaves mobile video platform as an option on AdMob-hosted landing pages. AdMob offers an interface that allows advertisers to select Click-to-Video, Click-to-Call, Collect Email or Phone Info, and more. Ads can be previewed as they are being created with title, text, images and video.

"Our collaboration with AdMob will transform the mobile advertising landscape as we deliver video ads for AdMob's global customers," said Rajeev Raman, CEO of Mywaves. "By adding video to their mobile advertising, AdMob advertisers can deliver consumers rich video entertainment."